Value-Marketing Model

Gabriel Steinhardt

Chapter Chapter 8 in The Product Manager's Toolkit®, 2017, pp 63-78 from Springer

Abstract: Abstract The goal of the product marketing discipline is to generate product awareness, differentiation, and demand. Three principal methods are used to achieve this goal and each of them emphasizes one of the various aspects of the product: price, features, or value. The price emphasis method is called price competition. The features emphasis method is called comparative marketing. The value emphasis method is called value marketing. This chapter describes the underlying concepts of the value marketing method and how to perform value marketing. Supporting this task is the Blackblot Value-Marketing Model, a collective name for several work models and their supporting definitions. This model's components present, map, and structure the process and different activities necessary to execute the value marketing method. This chapter also builds on the concepts and terminology previously introduced in the Product Delivery Strategies, Product Management Team, and Concept of Marketing chapters.

Keywords: Competitive Advantage; Marketing Activity; Target Market; Product Marketing; Foundational Knowledge (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-49998-7_8

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